You paid good money to have a sharp, modern website that is guaranteed to impress even the most discerning visitor. But is anyone actually going to your site? How many visitors are you receiving? How did they find out about your site? If you can’t answer these questions, it’s time to venture into the world of website metrics.

Ignoring your site’s vital statistics is like trying to fly a plane while blindfolded… it’s bound to end badly.

Here are 6 metrics you need to start tracking today.

1. Visitors

The key here is unique visitors. You want to know how many individuals are visiting your site on a daily, weekly, monthly and yearly basis. Watch for trends such as days or times you are receiving more traffic. When deciding on running specials, or making an important announcement you can use this information to strategize the perfect time to post.

2. Bounce rate

Bounce rate is quite simply the percentage of visitors who leave your site after viewing a single page. Obviously you don’t want a high bounce rate because this means visitors are merely taking a peek at your site and then leaving – possibly to a competitor’s. Use this metric to determine if your landing page is properly designed. If your bounce rate is high you will have to tweak your landing page so it captures your visitor’s attention.

3. Conversion rate

Conversion rate measures the percentage of visitors who fill out a form, place an order or perform some other type of activity you wish for them to complete while on your site. Before utilizing this metric you need to have specific goals in mind. For example: How many visitors do you want to fill out a form? Sign up for your newsletter? Take a survey? Follow you on Twitter? When your numbers fall short of your goals it’s probably time to change your landing page strategy.

4. Traffic sources

Traffic source is pretty self­explanatory, it reveals where your visitors are coming from. Has your recent AdWords campaign been successful? How about that big social media push you committed to last week? This metric allows you to compare your efforts and decide which ones are working.

5. Time on site

The longer visitors stay on your site the better. This is especially true if you are relying on ad revenue. Additionally, this metric will enable you to ascertain if visitors are enjoying your site. Most likely if an individual doesn’t like a site they will not stay very long. When you begin to notice this metric dropping, investigate a design tweak or possibly a total redesign.

6. Keywords

Want to know which search terms your visitors are using when finding your site? Use the keyword metric. You can learn valuable information about your customers when analyzing your keyword results. If you are not receiving traffic from the keywords that you believe will result in revenue check your SEO strategy and determine if a change is required.